Optimizing Digital Marketing to Support MSME Promotion and Marketing Activities
Optimalisasi Digital Marketing Untuk Mendukung Kegiatan Promosi dan Pemasaran UMKM
DOI:
https://doi.org/10.21070/ups.8701Keywords:
digital marketing, MSMEs, Promotion, DigitalAbstract
In Indonesia’s digital era, many Micro, Small, and Medium Enterprises (MSMEs) struggle to optimize digital marketing despite 77% internet penetration, relying instead on conventional methods that limit market reach. This study focuses on MSMEs in Jedongcangkring Village, aiming to highlight the role of digital marketing in enhancing promotion and sales. Using a qualitative approach through in-depth interviews, findings show that strategies such as social media use and data analysis can improve campaign effectiveness, expand market share, and strengthen digital presence. The Technology Acceptance Model (TAM) is vital to encourage technology adoption. The study recommends increasing education and support to help MSMEs implement digital marketing, enabling stronger competitiveness in the interconnected marketplace.
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